There are so many sellers today who are struggling to connect with their target market through their marketing communications (ads, sales letters, web content, etc.). The good thing is that you don’t need to be one of them. Here are some of the best tips to make your marketing communications more effective and more impacting:

1. Know your audience. This is a must if you want your marketing communications to be focused and highly targeted. Get to know the people that you are writing for before you even tap on your key board. Know how you can push their emotional hot buttons and the elements that can affect their buying decision. By doing so, you’ll know what words and language to use and what techniques you can utilize to better connect with your prospects.

2. Make it benefit-driven. The only thing that buyers would like to know is the benefit that they can get should they decide to make a purchase. Tell them ahead of time what’s in it for them by simply communicating the biggest selling points of your products. Tell these people how your offerings can help them advance in their careers or in improving the quality of their lives.

3. Keep it short. Most people these days have limited attention span due to their demanding lifestyle. Capture their attention by simply making your marketing communications short and direct to the point. Use as few words as possible. Also, use bullet points when writing sales letters and articles to make your content easy on the eyes and readable.

Your company is ready to unveil a brand spanking new sales incentive program geared toward improving the performance of your employees and channel members. There is a highly enticing and exciting award for winners, such as an all-expenses paid trip to the Caribbean or incentive card loaded with thousands of dollars in value. You have a clever, fun theme for the program that everyone is sure to love. The success of the program which is measured through increasing sales, improving employee performance, and fostering employee engagement and channel participation, will however, hinge largely on your ability to successfully create a cohesive, compelling marketing communication program that spreads the word, lays out the rules, and elicits interest.

– Program Websites – A responsive design website, which creates a user experience that is optimal regardless of device utilized, will go a long way in improving communications. Responsive web design allows the page to appear consistent on mobile devices, tablets, laptops, desktops, and browsers of all kinds, and is critical and uncomplicated in this day and age. If the website does not show up in an aesthetically pleasing manner the first time they visit the site, they may abandon it and not return or participate in the program. The program rules should be communicated clearly and with an aesthetically appealing design.

– Email Blasts – Communications that are engaging and to the point will yield the best results. Language should be playful and inspiring. Selecting subject lines that yield high open rates is very important.

– Announcement Brochures – These printed pieces combine effective copy with awesome aesthetics that catch the eye. The copy should be very easy to comprehend and digest. Utilizing bullet points, small blocks of text, and compelling headlines will optimize reader comprehension. Bright colors, attractive images, and other enticing graphics will strengthen the appearance of the brochure and keep the reader engaged.

– Promotional Products – Tangible items that are branded and bear the program logo can be another effective way to reinforce the program to participants. Items that are fun and useful, or placed in high traffic areas for participants, will keep the sales incentive program in the front of their faces and in their minds.

– Text Message Alerts – These text messaging alerts allow users to opt-in to receive updates and news about the contest sent directly to their mobile device. This communication medium is an excellent way to keep motivation high, update progress, and remind participants of the prizes that they can win.

Although it is universally acknowledged that communication is an essential tool for establishing and maintaining relationships in any sphere of life, small businesses are often guilty of either ignoring or making a right royal botch up of their marketing communication.

This is obviously not intentional, but rather a by-product of the stresses and strains of the daily running of a small business. A lack of time, resources and awareness all contribute to marketing communication either falling off the small business agenda altogether or being implemented in a haphazard and often damaging manner.

This is unfortunate (but can easily be corrected!) because effective marketing communication can be such a asset to a small business. Here are just a few potential benefits:

1) Building your businesses “brand” through increased awareness.

2) Attracting your “ideal” customer rather than just any customer.

3) Establishing your credentials in your field of business.

4) Increasing turnover

5) Giving your business a “voice” which customers can relate to.

If your marketing communications can achieve those 5 points then you will be laughing all the way to the bank.

The flip side of the picture is less rosy – and unfortunately more common for small businesses. Here is what can happen when your marketing communications are haphazard and unplanned.

1) Your business “brand” and business “voice” are undefined and thus of no benefit to you.

2) The customers receive mixed messages about what they can expect from your business.

3) As a direct consequence of (2), your business cannot hope to meet all of your customers expectations because these are based on erroneous assumptions.

4) The consequence of (3) is that you fail to build credibility in the market place.

5) The upshot of (4) is decreased turnover.

The harsh truth is that, in this scenario, a small business may have spent good money to create an unhappy customer! Such is the power of communication, and small businesses are doing themselves a disservice by not paying adequate attention to their marketing communication.